Electronic Theatre offers perspective to recent comments from Activision CEO bobby Kotick, as the PlayStation brand is no longer the high street force it once was.

The PlayStation brand has always been seen as pioneering in the UK. From the first system pushing 3D boundaries, to Dual Shock, to the PlayStation2’s DVD Playback capabilities to the sheer horsepower of the PLAYSTATION 3; whatever the brand may mean to gamers, these have been the unique selling points the system has been benefit to on the high street. For a brand that’s television coverage had previously been unrivalled in the videogames industry, the PlayStation’s success was thanks just as much to word-of-mouth as it was to an extensive marketing campaign. Not only were the billboards, magazines and television telling consumers PlayStation was cool, but so too were their friends. But the market is positioned differently now to that of fourteen years ago – or even five years ago, for that matter – and consumers may be unwilling to spend such a great deal of money on a system that, on the surface, appears to offer little more than it’s rival being offered at nearly a third of the price.

kevcothirtythree via electronictheatre.co.uk »